Rodale’s Prevention magazine to go ad-free with the July issue
The move to an advertising free model will be restricted to the print magazine as Prevention’s website will remain supported by digital advertising
The Rodale owned health magazine Prevention is making a radical move: it will go ad-free with its July issue, hoping to regain readership, while hoping that the complete loss of advertising will for it to shutter. Prevention currently is publishing with a rate base of 1.75 million, far below its over 3.3 million rate base it had less than a decade ago.
To make the move, the magazine will increase its single copy rate a dollar to $4.99, and plans to increase its subscription rate, currently at $24 annually.
Obviously the idea here is to sell the magazine as an honest and authoritative health magazine, one that can be relied upon to give good health advice.
“We are universally connected by our pursuit of a most precious gift: good health. Yet the U.S. healthcare system consistently underperforms when compared to other nations and people continue to search for solutions to finding true health,” Rodale Chairman and CEO Maria Rodale said in the publisher’s announcement.
The ad-free model is restricted to print, as Prevention’s website will remain ad supported. (In other words, no paywall plans.)
Here is Rodale’s announcement:
Emmaus, Penn. – February 1, 2016 – Rodale Inc. today announced that the company’s pioneering brand, Prevention magazine, will move to an ad-free business model for its print editions. The change will be effective with the July 2016 issue to coincide with the launch of a bold new editorial vision for the world’s most established and original healthy lifestyle brand.
As a new premium product, Prevention will be a magazine that today’s health-minded consumer wants, needs and will pay for; an authoritative and trusted source that breaks through the clutter and empowers people with the information they need to make decisions when it comes to personal or family health.
Rodale Chairman and CEO Maria Rodale said: “We are universally connected by our pursuit of a most precious gift: good health. Yet the U.S. healthcare system consistently underperforms when compared to other nations and people continue to search for solutions to finding true health. More than ever, there is a need for a credible source of information that covers all aspects of what it means to be happy and healthy and provides the objective tools to navigate what has become an increasingly complex healthcare landscape.”
Rodale Inc. Editorial Director Mike Lafavore said: “Our readers are more involved in their health planning and management than ever before. With this shift in our editorial direction, we are ushering in a new era in health journalism by delivering a magazine that will educate, inform and enable readers to be more in control of their health and wellness. Unfiltered in its reporting, it will motivate people to better advocate for their health.”
The new Prevention will still feature nutrition and fitness advice, essential health and wellness tips and the tools and information for a healthy body, happy mind, and deeply satisfying life.
The latest MM360 report shows Prevention up +19% year-to-date through December.
The tablet-size magazine currently commands a premium price of $24 for an annual subscription – an industry high that exceeds many other monthly magazines; that price will increase with the launch of the new magazine. The new Prevention will hit newsstands on June 14 with a single copy price of $4.99 (up from its current price of $3.99).
Prevention.com, which had 7.5 million unique visitors in December, will continue to feature health and wellness content and will continue with a primarily ad supported model. In June, Prevention.com will have an expanded set of paid content offerings that will enable subscribers to digitally access articles from the new magazine.